According to Philippe Cahen,"Marketing as we learned in the 1960s was about identifying consumer needs and implementing actions to meet those needs. Today, marketing is short-term promotion ". As a disruption factor, digital has rewrote the cards by opening the way to all possible futures: ubisation, cloud, Big Data, B2B e-commerce, etc., the possibilities offered by these technologies are so numerous that it is finally impossible to anticipate the future in a rational way.
Some of the weak signals that we perceive are signs of a possible future. A retailer who is attentive to his customers' criticisms, curious about technological developments and the price of certain tools and components, will be able to seize these signals as an opportunity to reshape his logistics to meet the new requirements, when a deaf retailer with weak signals will let himself be overtaken by his competitors.